ANORAK FILM BERLIN

Let’s talk about your most recent project for Zalando x Napapijri? The original script was quite different than what it became. Can you tell me how the nature aspects came into the narrative?

It basically started with a relatively straight forward fashion brief: a studio shoot with some attributes and notes on nature because Napapijri is a sustainable brand. We were way confined to a certain space and had limited time, also due to the pandemic. To fully bank on those limitations I proposed a surreal object for Taron to interact with. Hinting at a surreal future where nature doesn’t exist other than some dimensional simulation. That’s an image that I wanted to see and had never seen before on film. It had to look like God cut out a patch of nature with an exacto knife and put it in an empty space. Like a video game level asset or something. Something out of a Black Mirror episode. They sent it to Taron Egerton, who is the face of the brand now, and he was really into it. Napapijri was on board as well. I thought it could potentially be an interestingly weird image that was meaningful as well. We don’t want that future, we want to sustain what we still have.

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